In the highly competitive Amazon marketplace, having a great product isn’t enough. If customers can’t find your listing, they can’t buy from you. This is where Amazon SEO (Search Engine Optimization) comes in, and at the heart of Amazon SEO lies keyword research. Choosing the right keywords can significantly improve your product’s visibility, ranking, and ultimately, sales.
In this guide, we’ll walk you through the step-by-step process of finding and implementing the best keywords for your Amazon listing. Whether you’re a beginner or an experienced seller, this will help you optimize your listings effectively and stay ahead of the competition.
Step 1: Understanding Amazon’s Search Algorithm (A9)
Amazon’s A9 algorithm determines which products appear in search results. Unlike Google, which focuses on general search intent, Amazon prioritizes buying intent. This means Amazon ranks products based on:
- Relevance – How closely your listing matches the search query.
- Conversion Rate – How often your listing turns visitors into buyers.
- Sales History – Higher sales lead to better rankings.
This makes keyword optimization crucial because using the right keywords increases relevance and helps you appear in front of the right customers.
Step 2: Finding the Best Keywords for Your Product
1. Use Amazon’s Auto-Suggest Feature
One of the easiest ways to find relevant keywords is Amazon’s search bar. When you start typing a product-related term, Amazon automatically suggests popular searches. These are high-intent keywords that real customers are using.
Example:
- Typing “wireless earbuds” may suggest:
- wireless earbuds for running
- wireless earbuds with long battery life
- wireless earbuds noise cancelling
These long-tail keywords often have less competition and higher conversion rates.
2. Analyze Competitor Listings
Check out the top-ranking competitors in your category and analyze their:
- Title
- Bullet points
- Backend search terms (if using a tool like Helium 10)
- Customer reviews and Q&A section
This will give you insights into what’s working for them and what you might be missing.
3. Use Keyword Research Tools
There are multiple tools that can help you identify high-traffic, low-competition keywords:
- Helium 10 (Cerebro & Magnet) – Find high-volume keywords and analyze competitors. (Helium 10)
- Jungle Scout – Discover trending keywords. (Jungle Scout)
- MerchantWords – Get long-tail keyword suggestions. (MerchantWords)
- AMZ Suggestion Expander – Expands Amazon auto-suggestions to find hidden keywords. (AMZ Suggestion Expander)
4. Leverage Amazon Brand Analytics (For Brand-Registered Sellers)
If you are brand-registered, Amazon Brand Analytics provides powerful keyword insights, such as:
- Search Term Reports – Shows what customers are searching for.
- Market Basket Analysis – Helps understand what products are bought together.
This data helps you refine your keyword strategy based on real Amazon search behavior.
5. Analyze Customer Reviews & Q&A
Customers describe products in their own words. Reading their reviews and Q&A sections can uncover additional keyword opportunities.
Example:
If multiple customers mention “fits large heads” in reviews for headphones, you might include “headphones for large heads” as a keyword.
Step 3: Optimizing Your Listing with Keywords
Once you’ve gathered your keywords, the next step is strategically placing them in your listing.
1. Title Optimization
The product title is the most critical part of your listing. Here’s how to structure it:
- Include the primary keyword at the beginning.
- Keep it clear, readable, and relevant.
- Avoid unnecessary words and filler.
Example:
Instead of: "Best Wireless Earbuds Bluetooth 5.0 – Great Sound Quality and Long Battery Life"
Use: "Wireless Earbuds Bluetooth 5.0 – Noise Cancelling, 24-Hour Battery, Waterproof Earphones for Running & Gym"
2. Bullet Points & Description
- Use secondary and long-tail keywords naturally.
- Highlight product benefits (not just features).
- Avoid keyword stuffing – Amazon penalizes unnatural keyword use.
Example:
Instead of: "Our best wireless earbuds provide amazing sound quality and long battery life."
Use: "Enjoy crystal-clear audio with our Bluetooth 5.0 wireless earbuds, featuring 24-hour battery life and noise cancellation for a distraction-free experience."
3. Backend Search Terms
Amazon allows up to 250 bytes for backend search terms. Use this space wisely!
✅ Tips:
- No need to repeat words already in your title.
- Avoid commas and special characters.
- Include synonyms and regional spellings.
Example:
Instead of: "Bluetooth earbuds, best earbuds, wireless earbuds"
Use: "Bluetooth earbuds best wireless noise cancelling gym running"
4. A+ Content & Images
- Use keywords in image alt-text.
- Reinforce secondary keywords in A+ content without stuffing.
- Focus on storytelling to engage buyers and improve conversions.
Step 4: Tracking & Adjusting Keywords
Amazon SEO is an ongoing process. Monitor and adjust your keywords based on performance.
How to Track Keyword Performance:
- Helium 10’s Keyword Tracker – Monitor keyword rankings over time.
- Amazon’s Business Reports – Analyze how search terms impact your sales.
- A/B Testing – Experiment with different keyword placements.
If a keyword isn’t converting, replace it with a more relevant one.
Conclusion
Choosing the right keywords for Amazon SEO is one of the most critical steps in optimizing your product listing. By researching, implementing, and continuously tracking keyword performance, you can:
- Improve search visibility
- Increase conversions
- Drive more sales
Need help with Amazon listing optimization? I specialize in boosting Amazon rankings with strategic keyword research and listing enhancements. Contact me today to optimize your listings and grow your business!
References
- Helium 10: https://www.helium10.com/
- Jungle Scout: https://www.junglescout.com/
- MerchantWords: https://www.merchantwords.com/
- AMZ Suggestion Expander: https://chrome.google.com/webstore/detail/amz-suggestion-expander/
- Amazon Brand Analytics: https://sellercentral.amazon.com/brandanalytics
